File Name: effective public relations and media strategy .zip
- 5 Components of a Successful Public Relations Strategy
- 5 Elements of a Strategic PR Campaign
- strategic planning for public relations by Ronald D. Smith, APR Buffalo State College
5 Components of a Successful Public Relations Strategy
At the heart of this form of communication lies effective dialogue. It includes gaining exposure to audiences using topics of public interest and news items that do not require direct payments.
Across America thousands of small- and medium-sized businesses conduct PR campaigns every day with little investments. If done right PR can help you achieve your marketing objectives at a fraction of the cost of paid advertising. The key to success in PR is to be creative in your messaging. In a nutshell your PR tasks should be newsworthy and communicate the marketing message. Public Relations is a business tool that often gets confused with marketing or advertising.
Though the two are related they are very distinct activities. There are four key differences between PR and marketing. These are appeal, control, credibility and repetition. Your publicity effort should have an angle. The messaging should appeal to the media, the intended public and customers at large.
Ads appeal to only one audience which are sales prospects and do not reach a broader audience. When you advertise, you have almost total control over the content, format, timing, and size of your message. You specify how big your ad is and when it runs. With public relations however you have almost no control over the content, format, timing, and size of your message as it appears in the media.
People are ever more skeptical of advertising. They tend to take advertisements with a grain of salt when it comes to believing the claims. However, people might be inclined to believe what they hear on radio, see on TV, or read in the paper.
They come with the belief that if it runs in the news it must be true. This is because publicity is promotion masquerading as editorial, feature, or news. Advertising is repeatable while PR is not. The same advertisement can run repeatedly as many times as you want it. Conversely, with PR, a media source will run a given press release or cover a publicity event only once.
For your message to reach the impact that you want, you will need to first understand and segment your audiences. Remember that not all audiences are the same. You can reach some through events, others through social media and yet others through networking events.
Whatever content you generate should have your audiences in mind. PR is achieved through a planned, sustained set of activities. You will need a calendar to organize your outreach activities. You must also start generating a contact list of media, opinion leaders, personalities, customers and likeminded companies to engage and collaborate with. Your press release should be interesting and to the point with a sprinkle of insightful quotes in it.
The goal here is to ensnare the right editor on the right title with an interesting media release that grabs their attention. The more you can think like a reporter, the better it gets. There are no substitutes for research and careful planning in your PR work. Research is an essential part of public relations management as it allows you to be strategic.
This ensures the communication is specifically targeted to audiences who want, need, or care about the information. Study PR campaigns that you would like to take inspiration from. See what the competition is up to and think about outmaneuvering them. First off you will need to set up a dedicated team for your PR efforts. If you have a staffer who is great in graphics, writes witty copy or simply takes good pictures then get them to your team.
Your team will help you add value to your messaging, provide feedback and help you distribute your messages. A team can help ensure that any messages you convey are by design rather than an accident.
In this world where everyone is digitally connected you need an online presence to reach to your customers. Your social media presence Facebook, Instagram, twitter are great mediums to reach your public. You can use them to make announcements, make connections and publish content. The key to any successive business is to strengthen your comparative competitiveness. Your business, and every team within it, must have a source of competitive advantage.
Understanding, identifying, creating, and sustaining a competitive advantage is at the heart of a good strategy. Public relations is about sharing the right information to the right places and people.
This helps build your brand and brand reputation. Choose the right topic for your content. Compelling content should include elements of curiosity, urgency, relevancy, value and emotion. Subtlety is key here! As a business you will need to use wording that conveys a solidly positive image, forcing opponents to take up the negative stance. Run by your message with friends and family to see what they think of the messaging before sending it out.
Knowing what you want to achieve and how you want to get there can help bring clarity to your approach. This will help in determining which audiences you need to reach, and which messages and tactics are most likely to help you achieve your goals. Choose the right PR strategy to suit your business needs. You will need to distinguish between public relations strategies and PR tactics. Strategies fall under the realm of general approaches to achieving objectives.
While tactics are the day-to-day activities a business implements to carry out each strategy. You will need to understand your marketing message and creatively craft them to get maximum impact.
Understand that the media is looking for news — anything that is new, different, and creative. You will need to build a good relationship with your local paper or TV station.
Promotion is a great way to attract customers and could be worth a thousand ads. The better your PR visibility, the more your other marketing communications efforts will draw interest. So, get out your freebies, merchandising, T-shirts and posters and start spreading the love. Your merchandising will help create resonance among your customers.
Make sure that your marketing collateral have your logo on them. Humor has always been a good way to get people to feel positive about an organization.
Many businesses produce humorous advertisements, but there is no reason why PR should not also operate with a sense of fun. Look for something that your target audience would like. Use this to tap into their sense of humor; remember this may or may not be the same as your own.
Most companies like to blow the fanfare when they have something new to promote. After all, it is a great opportunity to show what can be done with an effective PR campaign. This will allow them to give the media something really meaty for a change. Here success lies from doing something different from what everyone else is doing. Make sure to offer something that people will find exciting.
This often works best for new products in a series, such as a new model car, book and movie sequels, and new menu items in restaurants. To do this first set a date for the release of the product and publicize it. Release the product in a limited way to enhance anticipation. Competitions, raffles, lotteries, contests of any sort always attract attention, but some are more newsworthy than others.
Those who compete will remember the firm and often talk about the competition. Think of an issue, event or topic relevant to your business and then launch a competition along that theme. For a great outcome, the competition should make the news in some way. Above all make sure that the competition is strongly branded. The mainstay of any public relations endeavor is the press release.
The ideal press release is simply, thinly disguised advertisements masquerading as news. If you write it in a manner that it is too promotional the media might not run it. First, write it in a style that is familiar to the publication you have in mind. Make things easy for journalists by writing in a reverse pyramid style. The whole story is contained in the headline, then each paragraph should offer a little more detail.
This will prevent your press release from being cut out too much in the editing room. Avoid using more than 1, words. The media is your go-to medium to disseminate your message. Hold a press conference or a media junket whenever you have something important to announce.
Remember what you announce needs to be real news—otherwise, the media will not run it and see the event as a waste of time.
These events will give the media a chance to ask questions in a way that a press release does not.
5 Elements of a Strategic PR Campaign
At the heart of this form of communication lies effective dialogue. It includes gaining exposure to audiences using topics of public interest and news items that do not require direct payments. Across America thousands of small- and medium-sized businesses conduct PR campaigns every day with little investments. If done right PR can help you achieve your marketing objectives at a fraction of the cost of paid advertising. The key to success in PR is to be creative in your messaging. In a nutshell your PR tasks should be newsworthy and communicate the marketing message.
Connecting Best Practices in Public Relations to Social Media Strategies for Academic managed in the most effective and efficient manner possible. hashimototorii.org Wan, Gary. “How Academic Libraries Reach Users on Facebook.
strategic planning for public relations by Ronald D. Smith, APR Buffalo State College
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Below are five key elements that comprise a strategic PR campaign. Know your target audience. Understanding the target audience is the most important part of any successful public relations strategy. Do your research and identify the demographics of the ideal customer.
Setting yourself apart from dozens or — in some cases — hundreds of other job candidates is a challenge. Fierce competition necessitates you demonstrate a superior knowledge of universal public relations principles. The process, which can be summarized in the four steps below, complements coursework and can be used to finish your college career on top. It is important to review resources available for all four steps, starting with the Certificate FAQs , before beginning the process. After graduating, I was interviewed by hiring managers from the United States, Singapore, and Malaysia.
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